Chick-fil-A | Declan Farmer
Training for gold.
Client: Chick-fil-A
Production Agency: Ritual Films
Director: Matthew Underwood
DP: Carson Nyquist
Producer: Tanya Martineau
Steadicam: Brett Mayfield
Drone: Josiah Selvig
Editor: Ian Maney
The Challenge
How do you capture elite performance without reducing it to highlight reels?
Declan Farmer is a Paralympic gold medalist and one of the most dominant athletes in ice sled hockey. But this story wasn’t just about medals — it was about the unseen hours. The discipline. The pressure. The responsibility of representing something bigger than yourself on a global stage.
As Producer, the challenge was building the framework to authentically capture that intensity while embedded with the team in the final stretch before the Beijing Paralympic Games.
The Film
We spent several days with Declan and his teammates during their preparation — inside the training sessions, locker rooms, and quiet moments between.
The film focuses on the inches no one sees.
The repetition.
The camaraderie.
The relentless pursuit of gold.
This isn’t a story about limitation.
It’s a story about identity, perseverance, and earned confidence at the highest level of sport.
Our Approach
As Producer, our role was to shape the environment that allowed the story to unfold honestly - coordinating access, aligning brand vision with athlete reality, and protecting the authenticity of the moment.
High-performance environments demand trust. We prioritized proximity without intrusion, structure without stiffness.